NFL ready to guzzle millions from lucrative beer contract

0 Comments | USA TODAY, August, 2005 | by Michael McCarthy

The National Football League has launched a bidding war to find the "official beer sponsor" for the 2006 season and beyond, according to two of the brewers in negotiations.

The NFL is seeking a multiyear deal, potentially worth hundreds of millions of dollars. The league's beer sponsor has the rights to use the NFL shield, playoffs and Super Bowl logos in advertising and promotional efforts. Incumbent Coors Brewing signed a $300million, five-year deal in 2002. That contract gave the NFL an option to seek a new partner after four seasons.

"We are currently in negotiations with the NFL on renewal," says Coors spokeswoman Aimee Valdez.

But rival Anheuser-Busch, the country's No.1 brewer, wants to snatch those rights from No.3 Coors and possible challengers such...